As ad budgets increasingly shift online on a global scale, China’s advertising community must make sure it is up to date with the latest technology to assure clients that their campaigns are delivering sales. This week’s Thoughtful China talks to digital marketing experts Wayne Arnold, Brent Cohen, Paul McNeill, Eugene Chew and Scott Silverman about how the digital ad world can better measure ROI. “If you look at the mature markets, where digital advertising has been around for maybe a decade-plus,” such as the UK, United States, and Europe, says Arnold, “they are demanding now for a cost-per-human impression and a true attribution of the marketing.” However, because China is “more immature,” clients are “less demanding,” but this will change soon, he says. Watch the video above for the full segment.
